SwaaS Systems: Translating Technology Into Business Benefits

Date:   Thursday , January 08, 2015

Studies reveal that engaging customers through trial room increases the purchasing probability of trialled item by 85 percent. But in several cases, like of a medical representative, it becomes difficult to give a hands-on trial experience to the customers before selling a product. To encounter this situation and leverage the benefit of trial and buy, SwaaS Systems, a domain-intensive sales force automation software provider founded in 2008,crafted a revolutionary software to enhance efficiency of sales & marketing teams by enriching customer\'s experience. While consulting for a pharmaceutical company, Anand Natraj, an IIM alumnus, perceived their dire need foruser-friendly niche solution that modernizes, monitors and streamlines sales & marketing workforces. Determined to aid them to imprint their brand\'s potential in doctor\'s mind, Anand amalgamated his deep domain expertise with right blend of cutting-edge technologies to develop HiDoctor. This world-class CRM solution married with close looped marketing enabled medical representatives to perform everything from simple activities like a daily sales reports filing to complex insight generations from web.

Success on Fast Track

Consequent to its grand response, SwaaS launched its mobile version in 2009. Chandramouli Venkatesan (COO) and Abbishek Bharadwaj (Chief Customer Relations) joined hands with Anand and employed their unique skills to generate immense visibility to SwaaS\' brand, with the assistance of crores of fund from Fulcrum Ventures.In 2010, SwaaS was not only rewarded with 30 more pharmaceutical companies but was also poised as one of Asia\'s fastest growing company in Red Herring\'s survey-2011.After this, SwaaS expanded its operations panIndia and extended vertical offerings to financial services, consumer goods and real-estate.

In 2011, SwaaS built WideAngle, an app accessible through tablet. By digitalizing the product detailing process, WideAngle facilitated representatives to exceed targets and improve bottom-line by explaining brands better with good content that magnetized doctors with animation and videos, as opposed to cumbersome brochures.SwaaS\' success was further fast tracked when Vijayaprasad(CTO), Magesh Ragaavan(CFO) and MS Anand(CEO-SwaaS services) came aboard. With Praveen Srinivasan as sales head of North America, SwaaS expanded its territory to U.S. and Canada in 2014.Though the company has competitors in those countries, SwaaS\' ability to provide solutions that are tenfold more cost-effective than them, endowed the company with a competitive edge.

The Chosen Hero

In 2014, the company that is keen on investing in innovation launched KAngle, a vertical-neutral enterprise social networking application that facilitates collaboration within an organization. It also follows hierarchy along with several special features such as mobility and video distribution.Apart from such apps for representatives, who are the internal customers of pharmaceutical companies, the company also launched a huge portal for doctors in December 2014. Pharmaceutical companies can advertise their content in this exclusive private chamber for doctors. The designing and innovation in SwaaS\'product frameworks gave them expertise to provide business solutions in mobility, business intelligence and content management with the help of cloud architecture. While SwaaS\' prompt and customer-friendly attitude bestowed the company with 35000 users and 90 plus customers, their quest for innovation has been honoured by Microsoft by selecting SwaaS as one of Top Cloud Heroes for the Year-2014 in Azure conference.

Marrying Domain & Technical Expertise

\"Although technology has a boundary, blending it perfectly with a domain is crucial to provide limitless business benefits. We materialized that last mile of bringing such business benefits to end-customers with our profound understanding of customer\'s business blended with innovative technical expertise,\" says Anand Nataraj, Founder & MD, SwaaS Systems. For instance, SwaaS\' products are integrated with adaptive streaming, which avoids buffering by auto-tuning video\'s quality according to customer\'s devices; thereby translating technology into business benefit.

Maturing Customers with New Set of Metrics

The advent of new set of metrics akin to MRI machines has matured the healthcare diagnostics industry. Similarly, SwaaS has pioneered new set of metrics for marketing team that augments maturity of an organization by providing information about particular department or functionality within the organization. For instance, with WideAngle customers can assess marketing investments by reading doctor\'s mind with metrics like geography, views, likes, ratings and hash tags. Since the company strongly believes analytics is not a separate technology and is derived from every transaction in day-to-day life, SwaaS hasbuilt their products with vast taxonomy. Hence, Pharmas can access more intelligent customer data from their own organization, instead of depending on external marketing agencies.
SwaaS has set a goal to get at least 60 percent of doctor community to use theirexclusive portal for doctors. The company aims to spread their enterprise collaboration product in India and U.S. The company that endeavours to deliver consistent value addition with a customer-centric approach is ambitious to play a major role in fulfilling the customer engagement requirements. SwaaS strives to define newer set of metrics for marketing team in every path of organization and enhance customer engagement; thus soar to greater heights.